Jijide: Artistic Perfume Brand Bridging Chinese and Italian Traditions

Jijide, a Chinese expression meaning joie de vivre, is the name of an artistic perfume brand founded by three friends: Andrea, Adam, and Fanqi. The brand aims to transmit the richness of Chinese and Italian cultures through fragrances and the ancient art of perfumery. Jijide's approach is inclusive, born from the observation that in 2015, young people in China were forming purchasing groups to buy expensive European perfumes and dividing them into small bottles, revealing a gap in the market for quality, artistic perfumery that could engage new contexts. The founders prefer the term 'artistic perfumery' over 'niche' to dismantle elitism, emphasizing innovation, method, and narrative power. Jijide has also launched a home collection, including candles and diffusers, teaching users how to use them properly. At the end of October, the brand will launch two new fragrances: Riso and Grano, created by Chinese perfume designer Zimo Luo and Franco-Lebanese perfumer Nour Akoum. These fragrances evoke atmospheres of Shanghai and Paris, centered on themes of joy and sharing related to food, and are the first in the Dialogo collection, with a new chapter planned each year.